Myprotein
Taking back control of Performance Max via a third-party orchestrator: dynamic catalog segmentation by margin/profitability, tROAS targets and budgets recalculated every day, to steer spend toward strategic products
THG grew Myprotein's revenue by 522% in Ireland and 148% in Japan (YoY) by steering Google Performance Max with the smec orchestrator, which segments the catalog by margin and recalculates tROAS targets and budgets every day.
Key points
- Taking back control of Performance Max via a third-party orchestrator.
- smec Campaign Orchestrator on top of Google PMax, segmentation by margin and tROAS recalculated every day.
- Revenue +522% in Ireland and +148% in Japan year over year.
- Evidence B, confirmed status.
Objective
Take back control of Performance Max campaigns that had become black boxes, and steer spend toward premium high-margin products rather than letting automation smooth the catalog.
The deployment
Myprotein, the flagship brand of THG's nutrition division, ran its Performance Max campaigns over a large catalog. PMax automation made it lose fine-grained control of the catalog: budget poorly allocated, important products buried. THG plugged smec's Campaign Orchestrator on top of PMax. The system segments products by price, type, and profitability (the Dynamic Segments feature), computes in-house metrics like Sales impact and New Customer Rate to spot products that convert and those that bring new customers, then generates campaigns with tROAS targets and budgets that are adjusted and refreshed every day. Result reported by smec: revenue up 522 percent in Ireland and 148 percent in Japan, year over year.
Results Proof B
Quantified, named case study (Myprotein, Mason Park) from a specialist vendor/partner (smec) - an interested source. Myprotein's commercial health and its role as a growth driver at THG are corroborated by 2026 business press, but that press does not confirm the Google-specific figures by market.
How it works
Documented architectureThe stack in detail
- plateforme Google Ads Performance Max Automated cross-surface campaigns (Search, Shopping, YouTube, Display, Discover) that execute bidding and delivery.
- outil smec Campaign Orchestrator Third-party orchestrator on top of PMax: dynamic catalog segmentation by price, type, and profitability (Dynamic Segments), tROAS targets and budgets recalculated every day, in-house Sales impact and New Customer Rate metrics.
- outil Smart bidding Google (encheres ML) Automated bidding within PMax, driven by the tROAS targets that the orchestrator sets segment by segment.
- infra Feed produit enrichi (Google Merchant Center) Feed with price, type, margin, and profitability at the item level; the raw material of dynamic segmentation.
How it runs, concretely
For ops teams-
1Enrich the product feed Data / e-commerce team
Inject price, type, margin, and profitability at the product level. This is the raw material of dynamic segmentation.
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2Define the strategic segments Media team + tool
Group products (premium high-margin, brand identity, long tail) by business objectives, not by PMax history alone.
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3Let the orchestrator recalculate smec Campaign Orchestrator
tROAS targets and budgets per segment recalculated every day from product signals. The team sets the course, the tool adjusts.
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4Arbitrate business priorities Media team
Deciding which products to push (margin, new customers) remains a human choice that the tool then executes.
The product metrics (margin, Sales impact, New Customer Rate) drawn from the feed and sales. If the product feed is dirty or margin is missing, segmentation loses its meaning and the orchestrator optimizes blind.
How your customers perceive this type of use
Sourced studiesLe pricing algorithmique est le terrain le plus inflammable : 68% des consommateurs disent se sentir leses quand les marques utilisent le pricing dynamique et 80% jugent plus dignes de confiance les marques aux prix constants (Gartner, 2024). L'equite percue varie selon le secteur : le pricing dynamique n'est juge juste que par 33% a 40% des repondants selon qu'il s'agit de concerts ou de cinemas (YouGov, 17 marches). Le prix personnalise par les donnees individuelles est le plus rejete : 47% des Americains s'y opposent fermement (Consumer Reports, 2024).
Acceptance conditions
- La constance des prix comme signal de confiance : 80% jugent plus fiables les marques aux prix stables (Gartner 2024)
- Le secteur conditionne l'equite percue : le pricing dynamique est mieux tolere pour les cinemas (40% le jugent juste) que pour les concerts (33%) (YouGov 2024)
Red lines
- Le pricing dynamique percu comme abus : 68% se sentent leses (Gartner 2024)
- Le prix individualise a partir des donnees personnelles : 47% d'opposition ferme (Consumer Reports 2024)
- Les frais caches et hausses imprevues, vecus par 79% des consommateurs sur un an et associes a la perte de confiance (Gartner 2024)
Sources: Gartner 2024 · YouGov 2024 · Consumer Reports 2024
How to replicate
Inference, not sourcedData prerequisites
- Product feed with margin and profitability at the item level
- Usable sales history
- Consent Mode v2 in the EU
Org prerequisites
- A large catalog where product prioritization matters
- A budget for a third-party orchestration tool (a layer on top of PMax)
Possible stack
- Google Ads Performance Max + third-party orchestrator (smec or equivalent) + enriched product feed
The plan, step by step
- Step 1Enrich the product feed with margin and profitability per item, and check data quality (price, type, availability).Deliverable: Enriched, clean feed in Merchant Center.
- Step 2Define the strategic segments (premium high-margin, brand identity, long tail) by business objectives.Deliverable: Segmentation plan validated by the business.
- Step 3Plug the orchestrator on top of PMax and launch campaigns per segment with their tROAS targets.Deliverable: Segmented campaigns live with daily recalculation active.
- Step 4Let the learning run without over-tuning, and monitor revenue and tROAS per segment.Deliverable: First revenue/tROAS readout per segment versus a reference period.
- Step 5Arbitrate business priorities (margin vs new customers) and adjust segments and targets.Deliverable: Consolidated tuning and a quantified assessment of the test.
First step: Enrich the product feed with per-item margin, then segment PMax by profitability before adding an orchestration layer.
The same pattern, proven in other industries
adidas
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Allwyn
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Best Choice Products
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Sources
- S1 How THG achieved +522% revenue growth for Myprotein! - smec case study Interested party archive pending
- S2 THG returns to profit as Lookfantastic and Myprotein drive growth - Retail Gazette Established press archive pending
An error, newer info, a source?
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